Pearson/Prentice Hall, c2006
大学図書館所蔵 件 / 全4件
Includes bibliographical references (p. 431-438) and index
The 4th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed. For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.
I. E-MARKETING IN CONTEXT. 1. Convergence. 2. Strategic E-Marketing. 3. The E-Marketing Plan. II. E-MARKETING ENVIRONMENT. 4. Global Markets. 5. Ethical and Legal Issues. III. E-MARKETING STRATEGY. 6. Marketing Knowledge. 7. Consumer Behavior. 8. Segmentation And Targeting Strategies. 9. Differentiation and Positioning Strategies. IV. E-MARKETING MANAGEMENT. 10. Product. 11. Price. 12. The Internet for Distribution. 13. E-Marketing Communication. 14. Customer Relationship Management.
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